Where do you keep your smart phone when your head hits the pillow at
night? Is it within arm’s reach or tucked away in another room?
According to a survey conducted by Pitney
Bowes Inc. (NYSE: PBI) at the Direct
Marketing Association’s DMA: 2012 Conference & Exhibition, 69
percent of 175 brand marketers sleep with their smart phone turned on
and within arm’s reach. The survey also found that 77 percent of brand
marketers use the same mobile device for personal and work email while
only 22 percent keep their devices separate.

The barrier between personal and work life amongst highly-connected
professionals such as brand marketers has all but dissolved. Like each
helix on a strand of DNA, the personal and work lives are now blended.
Each task reflects attitudes and behaviors that may fit neatly into the
work or personal bucket, but occur in a sequence that rapidly alters as
people move through each day. The “To Do” list is interwoven between
work and play. “Pick up diapers” is listed just under “Finish the sales
forecast.”

As we turn the mirror to see marketers as consumers themselves, the
reflection also reveals the real marketing challenge today: How do
marketers target B2B clients or consumers who are increasingly living
and communicating in this hybrid manner?

“As the walls between work and play become more porous, marketers must
be more precise as they use big data to reach their targets,” said Dan
Kohn, Vice President, Corporate Marketing, Pitney Bowes. “Customer
analytics reveal work and play activities of desired consumer segments.
By examining a few – just the right few – types of data during
segmentation, brands may intelligently communicate with customers during
either work or play modes.”

As an expert in communications between brands and consumers, Pitney
Bowes offers tips to help marketing professionals reach B2B clients and
consumers where they dwell - at work and at play.

Data That Helps Target Blended Personae

Time of Day

What time of day is your message hitting your customer?

Location

Does geo-location place them at home or the office or en route?

Browsing

Does their browser reveal shopping and social media habits at
certain times of day?

Transactions

How often and how much do they spend with your brand? What are these
patterns?

Social

Are they participating with your brand online? Do they take your
surveys?

Spectrum incorporates master data management capabilities with a
future-proof approach that helps organizations build, extend, understand
and leverage complex relationships and hierarchies within and across
organizational boundaries and into the realm of social networks and big
data. The solution delivers actionable insight to drive efficient and
effective customer interactions and communications across all channels
by combining the disciplines of data quality, data integration and
master data management with spatial, social and predictive analytics in
one comprehensive solution.

Portrait Explorer deals with mass volumes of customer data and
serves it up to business users in an easy-to-use and compelling
interface. By providing direct access to business users as well as to
the data analysts, companies and organizations gain a greater level of
customer understanding in a fraction of the time.

The Portrait Uplift solution goes beyond traditional modeling
approaches which predict customers likely to buy, and, instead, predicts
how much a marketing interaction will increase, or decrease, a
customer’s likelihood to purchase.

About Pitney Bowes:

Pitney Bowes provides technology solutions for small,
mid-size and large firms that help them connect with customers to build
loyalty and grow revenue. The company’s solutions for financial
services, healthcare,
legal,
nonprofit,
public
sector and retail organizations are delivered on open platforms to
best organize, analyze and apply both public and proprietary data to
two-way customer communications. Pitney Bowes is the only firm that
includes direct mail, transactional mail, call centers and in-store
technologies in its solution mix along with digital channels such as the
Web, email, live chat and mobile applications. Pitney Bowes is a $5.3
billion company with 29,000 employees worldwide. Pitney Bowes: Every
connection is a new opportunity™.

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